MY ROLE: STRATEGIST
BUTTER’D BODYCARE
Butter’d Bodycare, launched in 2021, is the first Black Woman-owned brand to offer a clean alternative to petroleum jelly, a cultural staple in Black communities that is non-sustainable for our planet and potentially toxic to humans.
Brittany B, Founder of Butter’d Bodycare THE ISSUE:
Butter’d Beauty is emerging in an oversaturated “natural skincare” market and is competing against more established companies such as Cocokind, OSEA, and Weleda.
Currently, Butter’d Beauty lacks strong brand awareness among its target market (socially and environmentally conscious Gen-Z women of color).
Despite having quality products, Butter’d Beauty needs to build trust and visibility in the market by demonstrating eco-conscious ingredients, their commitment to inclusivity, and aligning with the target markets' appeal to aesthetic branding.
THE APPROACH
GET:
Gen-Z melanated women of color (ages 18-23) at SDSU who prioritize effortless eco-conscious beauty, are active on social media, and value brand community
TO:
Believe that Butter’d Bodycare nourishes their skin with clean botanical ingredients and values them as individuals
BY:
Developing and implementing a campaign using traditional, social, and experiential non-traditional channels with an emphasis on brand community, nourishing botanical ingredients, and embodying POC representation.
THE DELIVERABLES
